Sean 'Diddy' Combs Is Rebranding Ciroc for the Millennial Mindset

The vodka's new message is more about 'we' than 'me,' says the mogul

Sean "Diddy" Combs has always been a hip-hop marketing pioneer, extending his brand into fashion in the late '90s and top-shelf liquors in recent years. Since 2009, he's helped Diageo's Ciroc vodka go from 40,000 cases sold annually to 2 million. And now other musical artists such as Jay-Z and Nicki Minaj want a piece of the action. So Combs this year has upped the ante, expanding his relationship with Diageo to a DeLeón Tequila deal and overseeing a "Step Into the Circle" rebrand for Ciroc, with TV, digital and out of home going live this week.